The Mayans predicted that the world would end on the 21st December 2012, on the 'eve of the Apocalypse' Discovery Channel decided to have a bit of fun with an 'end of the world stunt' - aiming at core, loyal viewers, who like a bit of 'intelligent entertainment’, we created a small but perfectly formed tactical campaign, featuring 2 days of digital outdoor billboards (complete with a countdown clock), tactical day-of-transmission press, on-air promos and bespoke branding, including a special continuity announcement for the midnight junction (on the off-chance we would all survive). This is the on-air promotion.

The music is the licensed commercial track 'A Time To Say Goodbye', performed by Sarah Brightman and Andrea Bocelli. It is the second most popular contemporary music track played at Funeral services in the UK - only just behind Frank Sinatra's 'My Way'.